HTC narrows focus down to hardware

HTC UK intends to narrow down their focus by slashing the number of smartphones they will offer this year while staying focused on delivering a handful of key ‘hero’ devices in order to win back market share. This is in response to the company’s global results that were released earlier this month which saw Q1 net profit fall by 26% to $365 million, which equalled the company’s first quarterly decline in earnings for two years after facing competition from Apple’s iPhone and Samsung’s Galaxy family.

According to HTC UK chief Phil Roberson (as seen on the right), the Taiwanese manufacturer will return to a strategy that launches a limited number of high-specification devices, saying, “We have to get back to focusing on what made us great – amazing hardware and a great customer experience. We ended 2011 with far more products than we started out with. We tried to do too much. So 2012 is about giving our customers something special. We need to make sure we do not go so far down the line that we segment our products by launching lots of different SKUs.” Here’s to HTC bouncing back from their disappointing year.